Why you should compare your home page to curling up in the warmth of your own home.
Home is the one place where you don’t have to think too much – you simply walk in, and everything you need is waiting for you, in their rightful places. Similarly, a homepage should lead customers with a comparable experience.
A homepage is exactly that – it’s your home. So you should always see it as one of your most prized possessions. It is a space where your customers should feel comfort, warmth, and security.
Shopping behaviour has evolved and shoppers are now more likely to shop online. Yes, there are still people that prefer to make their final purchase in a physical store, but they also do a ton of research online before putting foot into the store. But with behavioural changes has also come a shift in consumer expectations.
Customers want things to be easy. They want to be able to be engaged and rewarded online, they also want to see promotions that are personalised to them and their lifestyles. They don’t want to think or work more than they have to. In short, they want to be able to feel at home from the getgo.
It doesn’t really matter if customers are shopping at home on a MacBook or on a bus with their Tablet. What matters is how those customers perceive your brand experience, and how that experience feels to them. Brand loyalty has become a very deeply personal concept and how customers perceive your brand is via your homepage.
Enterprises need to start adapting to this new form of thinking and as a result, edit their homepages to become synergised with this new era of shopping. Here are a few tips to get your homepage up and running according to best practice – driving interest, engagement and of course, conversion.
Making your website seamless
Many users may bypass the homepage, and this is a concept that needs to be accepted. This of course may place and additional weight on the website designers, as the content pages need to be as informative and clear as the homepage is, should this happen. Every content page on your website is a portal to you brand and your products. So, elements like UI, navigation and branding should always remain consistent throughout your website. This way, regardless of what page end users land on, they get a quick understanding of who you are and what you offer. Most importantly, they will be prompted and encouraged to further interact with your brand.
Increasing online interactivity
If you want your website to be more interactive, you need the site to become more controllable, communicative and responsive. This way, customers gain more opportunity to actively interact with your brand. Once customers actually do interact with your website, emotions are ignited and this migrates them towards perceiving your brand in a very positive manner. The guys over at MySocialAgency have a great article on how to increase your websites interactivity.
Personalizing your marketing content
Consumers tend to develop stronger relationships with brands that have a marketing message, with products or services that are customized to their needs. People increase their will to deliver personal information to brands provided it results in a real personalised offering. Personalized subscriptions, for example, are very popular and highly valued to consumers. Buying decisions are also favorably influenced by notice of elements like birthday promotions.
Buyer behavior and patterns have most certainly changed over time, and the customers’ desires, needs and intents need to be considered every step of the way. Homepage designers and planners need to understand this shift and adapt to it. Remember, no matter where shoppers find your brand, will most likely visit your homepage. You know, at the end of the day, there is no place like home.